Viral Marketing. Seeding. Buzz (pun intended). Haagen Daz, that purveyor of bliss, started a campaign to raise awareness of honey bee colony collapse, and, for an estimated $75,000 paid to a company specializing in viral campaigns, the “Bee Boy Dance Crew” received 2 million hits on this video in two weeks:
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Haagen Daz used the services of a company called Feed Company, which specializes in creating viral campaigns (or, as they call it, “seeding”). They use viral video, word of mouth and search engine optimization to get their results. The Bee Boy Crew was promoted through traditional media – including TV and print ads that say “Plant this Page, Save a Bee” – and through the video-sharing sites like YouTube. The site links to a microsite at HelptheHoneyBees.com where users find out more information and how they can help.
Here are details about the campaign as posted by MediaPost’s Marketing Daily.
Here’s another one about “Projectile Dysfunction” Feed Company seeded for videogame maker Activision (note: video rated “Teen”)
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It’s not too terribly difficult to think that a local company, with a few well-chosen clicks and a clever campaign that will appeal to the Internet culture, could do the same thing. The Internet is very democratic that way. But you have to make sure it’s consistent with your brand, your other marketing efforts and your business goals.
Maybe the Rockford Area Convention and Visitors Bureau could make some waves with that goofy video of Ald. Doug Mark on Geo’s blog.
